The popularity of privacy increases as there is more and more surveillance, control and censorship by states. Privacy is also being talked about and worked towards in communities of other large networks, e.g. ADA and BCH.
Interestingly, even Zcash (a less used privacy coin) is like +60%/mo (whereas +70%/mo for Monero) against USD. A coincidence? Or a general trend?
Or possibly Israel will be? Or China. Paying/Having cash may become illegal eventually.